Who are Northern Fitness?

Northern Fitness is one of Canada’s leading online retailers for premium fitness equipment, representing top-tier brands such as REP, Balanced Body, Aviron, and NordicTrack, as well as their own private label, Orion. As their exclusive digital partner, Igloo delivers full-funnel growth support across paid media and SEO.

The Challenge

As a reseller with a diverse catalogue and varied partner requirements, Northern Fitness required a strategy tailored to complex margin profiles, brand-specific CAC targets, and category-level ROI expectations. They also needed stronger visibility in exclusive high-intent product categories, along with improved clarity around TACOS and efficiency metrics as the business scaled.

Our Approach

Igloo introduced a brand-level segmentation framework across Google Ads and Meta, enabling precise budget control and optimisation down to the creative layer.
We strengthened SEO performance through backlink development, on-site optimisation, and structural updates tailored for AI SEO — a content and technical framework designed to improve how pages are interpreted by AI-driven search crawlers. This process focuses on semantic clarity, structured metadata, entity-rich writing, and machine-readable content hierarchies, all of which are integral to Igloo’s modern SEO writing and content strategy.

Working closely with Northern Fitness’ Head of Growth, we monitored efficiency, mitigated diminishing returns, improved TACOS reporting, and supported the exclusive Canadian launch of REP Fitness.

The Impact

Northern Fitness achieved significant, measurable commercial growth, supported by a scalable performance infrastructure:

• 40% year-on-year revenue growth
• CAC stability maintained by brand, supported by efficient TACOS of 5–8 percent
• ROAS targets consistently held at 15x or higher for core product categories
• Improved non-branded visibility, expanding reach beyond branded search terms for maximum prospecting coverage
• Stronger SEO indexability through AI-ready site structure and semantic optimisation
• A cross-channel performance system covering Paid Search, Paid Social, and SEO
• Brand expansion support, including the exclusive launch of REP Fitness in the Canadian market

Looking to find the best fitness gear in Canada? Check out Northern Fitness! SHOP HERE

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